Pre-sales: discover its power to close more deals
Posted: Thu Jan 23, 2025 4:14 am
We usually associate the term pre-sale with reserving products and services for future purchase. However, get used to it, because in the commercial field the term has taken on another meaning.
This is a new working methodology, more in line with the objectives of companies that have already understood the importance of achieving greater integration between sales and marketing.
The purpose of this area of pre-sales (you may also see it called sales skype database development or business development ) is to pay more attention to prospecting for customers.
Have you become interested in this topic? Then keep reading this post.
In these lines, we will explain how to implement a pre-sales area and, of course, we will show the advantages that your company can obtain with the strategy.
What is pre-sale?
When do we need to implement the pre-sales area?
What does the sales development area do?
What is the determining factor for successful pre-sales?
What tools should I use?
How to train pre-sales professionals?
What are the benefits for business?
What is pre-sale?
In a simplified way, we can say that pre-sales is the area that will make the first contact with the client, preparing the ground for the approach of the sales team.
In practice, this means that the company will have specific professionals to work better on qualifying leads .
The proposal to leave this type of activity in the hands of a team specializing in sales development is based on the observation that the leads generated are not always fully utilized.
In fact, in their day-to-day pursuit of faster results, sales teams often end up focusing on a particular group, wasting important contact opportunities.
In the classic commercial structure model , it is up to marketing to prepare the lead , which will only be transferred to sales when it is properly nurtured.
It turns out that, in practice, a more personal approach (such as a simple phone call) can make a big difference in the results of a prospecting effort.
But marketing professionals are not always trained to perform this type of task, even because the focus of their work is planning and executing campaigns. Experience, in this case, helps more in finding solutions for the area than in carrying out this type of work.
And, in most structures, it is counterproductive to leave this preparation to sales, as this means that the area will not be able to dedicate itself 100% to what it does best: closing deals.
That's where the pre-sales executive comes in, responsible for initial contacts with the client and developing prospecting strategies — to better understand the mindset that prevents you from achieving better results, read this article on the subject.
Is it clear how this works in more conceptual terms? So now let’s see what needs to be done to implement your pre-sales area!
When do we need to implement the pre-sales area?
The first step in implementing a pre-sales area is to analyze the maturity level of the company's sales strategy .
We explain: at the beginning of the process, it is recommended to maintain the division in the most traditional model. Marketing will be in charge of preparing the lead and, when it is duly qualified, sales will take over to make the proposal and guide the closing.
If the job is done right, the number of leads will tend to increase, to the point that the sales department will have to start filtering who has priority in attention. Logically, it is clear that the zone will leave out the coldest ones.
When this happens, it is time to designate specific professionals to handle that portion of leads that are not yet ready for a commercial approach.
Why is it important to carefully analyze the appropriate time frame for this change?
It cannot happen without a consistent foundation, because this will harm the pace of work and may even hinder integration between corporate areas.
Another important detail: the pre-sales executive (SDR) requires specific training and to develop it we must have a broader vision of the company's sales process .
What does the sales development area do?
To think about the best way to structure the area, consider that it has 3 basic functions:
qualify leads;
connect them with the company;
and finally, make the conversion.
What is meant by conversion? It depends on the type of business we are talking about.
If it's something that requires product demonstrations, for example, the pre-sales work ends with scheduling a meeting with the sales executive.
In the case of less complex sales, we can consider the job well done when we are able to take the lead to the last stage of the sales funnel . In other words, we have a “hot lead” who has already received all the necessary information and is ready to receive the proposal.
What is the determining factor for successful pre-sales?
Obviously, a more quantitative analysis is important to define the level of success in the area, but it is also worth evaluating other aspects besides closed sales.
Especially at the beginning of the process, a good indicator of the relevance of the team's work is an analysis of their contribution to gaining more insight into customers .
At a basic level, it is a priority for the pre-sales executive to be able to map the profile of that person more accurately. For example, in a B2B sale, the minimum that is expected is the certainty that we can have the attention of those who make the decision in this regard.
Another issue considered fundamental is the value of the budget. This is an essential factor in a purchasing process, but without the proper work it is not easy to obtain this information from the client.
But be careful! Successful pre-sales depend on good planning. You need to know in advance what data needs to be collected and have a strategy for obtaining it.
One of the precautions, in this case, is to maintain the level of integration and the flow of information between the teams. The pre-sales team must necessarily work in alignment with the strategies and actions implemented by marketing.
This is a key point, because the objective is for the area to take advantage of what it has achieved with the Inbound Marketing or even Outbound strategy (in this case, the focus would be on prospecting activities).
And to go beyond what you've found, you need to have a list of key questions to try to get closer to that potential client.
It is also important to consider that at this stage the company professional should listen more and talk less. This is a key aspect to establish the desired connection with the lead .
What tools should I use?
Still in relation to the structure of the pre-sales area, he believes that the activity can – and should – be supported by sales management tools.
It is difficult to imagine the success of such an operation without, for example, CRM software , which is important for ensuring access to records in the contact history.
Depending on the size of the company, it is also important to keep in mind that the SDR likely handles a high volume of phone calls and will have to manage sending and receiving a large number of emails .
To better organize the flow of appointments, it is worth considering using appropriate tools to manage this type of work, as this will streamline the executive's work and ensure greater efficiency in the execution of tasks.
Problems of this type, in addition to harming the productivity level of professionals, end up demotivating executives, which surely has a negative impact on their performance.
How to train pre-sales professionals?
By this point in our post, you probably understand that a pre-sales professional must have certain skills.
First of all, it is essential that you have an advanced level of knowledge about the product or service you are promoting.
Since this professional will initially contact the client, it cannot be someone who cannot answer the questions posed by the lead.
Remember that in the qualification phase, even if the person has accessed the educational materials through a Content Marketing strategy , we are referring to someone who may still have many doubts regarding the purchase.
You may have already recognized the need to purchase an item, but we need to educate and motivate you in order to move forward in the sales funnel.
When designing training, focus primarily on how this professional deals with potential customer objections. Since he or she will be at the forefront of the first conversations, it is almost impossible to avoid these situations.
Attention: Due to the relevance of the work in this area, it is essential to dedicate time and resources to adequately prepare those responsible.
Companies have opted to form teams with junior-level professionals, usually recent graduates.
It is a good alternative, especially if we take into account that it may be easier for him or her to adapt to the new role than someone who has worked in the commercial area of another company, for example.
What are the benefits for business?
The main advantage of pre-sales is to optimize the activities of the commercial area , since it guarantees greater efficiency in the management of the sales pipeline .
That is, it is a structural option for operations that already have methodologies more suited to the new dynamics of the consumer market.
By respecting these aspects, operating with a pre-sales area can generate:
Faster service
This is one of the objectives that may justify the investment in the new structure. Having a team more dedicated to prospecting ensures a faster service.
In the conventional model, unless it is a qualified lead, there is a higher probability that the contact will not be approached by the company in a more direct manner.
Even in an operation that properly manages the sales pipeline, it is common to see good opportunities being wasted. Often, even without much discretion, this decision comes from the sales team, which is obliged to prioritize the contacts to be approached.
More qualified sales
Considering that there are specific professionals to think about and execute the prospecting work, the sales area gains more time to act in closing deals.
It's the old story: with more dedication, the quality of service provided to customers increases, including after-sales service .
This is an issue that needs to be analyzed more carefully by companies. In order to improve the relationship with current customers, it is important that the sales executive becomes more involved in this process.
CAC reduction
Reducing the cost of customer acquisition occurs almost naturally with the implementation of a pre-sales area. It is not difficult to understand why this happens: with more efficient customer service, the company can better qualify its contact base.
As efforts are focused on the clients with the greatest potential, the work of the sales and marketing teams is optimized , which positively impacts the amount that must be invested to maintain the structures.
New lessons are also important. The pre-sales executive is tasked with better understanding customer behavior , and over time, this knowledge will be used to improve internal sales strategies .
Speeding up the sales process
Managing the sales pipeline is not an easy task, regardless of whether we are referring to products and services that require longer or shorter cycles to close the deal .
Having a pre-sales area does not mean that the company can “skip stages”, but having professionals dedicated solely to the activity can reduce the time spent on prospecting.
For example, if we contact a customer who is interested in certain company content, it becomes easier to identify what stage they are in their purchasing process.
And the studies that have been carried out in this area prove it: the faster the attention flows, the greater the chances of conversion.
Keep in mind that the proposal is for the pre-sales team to be able to support the lead nurturing work in a more personalized way . That person may not be ready to receive the proposal from the sales area , but they should not be discarded (or neglected) because they have good potential.
When structured correctly, the pre-sales area can generate significant competitive advantages for any company, as it will be able to anticipate customer demands.
This is a new working methodology, more in line with the objectives of companies that have already understood the importance of achieving greater integration between sales and marketing.
The purpose of this area of pre-sales (you may also see it called sales skype database development or business development ) is to pay more attention to prospecting for customers.
Have you become interested in this topic? Then keep reading this post.
In these lines, we will explain how to implement a pre-sales area and, of course, we will show the advantages that your company can obtain with the strategy.
What is pre-sale?
When do we need to implement the pre-sales area?
What does the sales development area do?
What is the determining factor for successful pre-sales?
What tools should I use?
How to train pre-sales professionals?
What are the benefits for business?
What is pre-sale?
In a simplified way, we can say that pre-sales is the area that will make the first contact with the client, preparing the ground for the approach of the sales team.
In practice, this means that the company will have specific professionals to work better on qualifying leads .
The proposal to leave this type of activity in the hands of a team specializing in sales development is based on the observation that the leads generated are not always fully utilized.
In fact, in their day-to-day pursuit of faster results, sales teams often end up focusing on a particular group, wasting important contact opportunities.
In the classic commercial structure model , it is up to marketing to prepare the lead , which will only be transferred to sales when it is properly nurtured.
It turns out that, in practice, a more personal approach (such as a simple phone call) can make a big difference in the results of a prospecting effort.
But marketing professionals are not always trained to perform this type of task, even because the focus of their work is planning and executing campaigns. Experience, in this case, helps more in finding solutions for the area than in carrying out this type of work.
And, in most structures, it is counterproductive to leave this preparation to sales, as this means that the area will not be able to dedicate itself 100% to what it does best: closing deals.
That's where the pre-sales executive comes in, responsible for initial contacts with the client and developing prospecting strategies — to better understand the mindset that prevents you from achieving better results, read this article on the subject.
Is it clear how this works in more conceptual terms? So now let’s see what needs to be done to implement your pre-sales area!
When do we need to implement the pre-sales area?
The first step in implementing a pre-sales area is to analyze the maturity level of the company's sales strategy .
We explain: at the beginning of the process, it is recommended to maintain the division in the most traditional model. Marketing will be in charge of preparing the lead and, when it is duly qualified, sales will take over to make the proposal and guide the closing.
If the job is done right, the number of leads will tend to increase, to the point that the sales department will have to start filtering who has priority in attention. Logically, it is clear that the zone will leave out the coldest ones.
When this happens, it is time to designate specific professionals to handle that portion of leads that are not yet ready for a commercial approach.
Why is it important to carefully analyze the appropriate time frame for this change?
It cannot happen without a consistent foundation, because this will harm the pace of work and may even hinder integration between corporate areas.
Another important detail: the pre-sales executive (SDR) requires specific training and to develop it we must have a broader vision of the company's sales process .
What does the sales development area do?
To think about the best way to structure the area, consider that it has 3 basic functions:
qualify leads;
connect them with the company;
and finally, make the conversion.
What is meant by conversion? It depends on the type of business we are talking about.
If it's something that requires product demonstrations, for example, the pre-sales work ends with scheduling a meeting with the sales executive.
In the case of less complex sales, we can consider the job well done when we are able to take the lead to the last stage of the sales funnel . In other words, we have a “hot lead” who has already received all the necessary information and is ready to receive the proposal.
What is the determining factor for successful pre-sales?
Obviously, a more quantitative analysis is important to define the level of success in the area, but it is also worth evaluating other aspects besides closed sales.
Especially at the beginning of the process, a good indicator of the relevance of the team's work is an analysis of their contribution to gaining more insight into customers .
At a basic level, it is a priority for the pre-sales executive to be able to map the profile of that person more accurately. For example, in a B2B sale, the minimum that is expected is the certainty that we can have the attention of those who make the decision in this regard.
Another issue considered fundamental is the value of the budget. This is an essential factor in a purchasing process, but without the proper work it is not easy to obtain this information from the client.
But be careful! Successful pre-sales depend on good planning. You need to know in advance what data needs to be collected and have a strategy for obtaining it.
One of the precautions, in this case, is to maintain the level of integration and the flow of information between the teams. The pre-sales team must necessarily work in alignment with the strategies and actions implemented by marketing.
This is a key point, because the objective is for the area to take advantage of what it has achieved with the Inbound Marketing or even Outbound strategy (in this case, the focus would be on prospecting activities).
And to go beyond what you've found, you need to have a list of key questions to try to get closer to that potential client.
It is also important to consider that at this stage the company professional should listen more and talk less. This is a key aspect to establish the desired connection with the lead .
What tools should I use?
Still in relation to the structure of the pre-sales area, he believes that the activity can – and should – be supported by sales management tools.
It is difficult to imagine the success of such an operation without, for example, CRM software , which is important for ensuring access to records in the contact history.
Depending on the size of the company, it is also important to keep in mind that the SDR likely handles a high volume of phone calls and will have to manage sending and receiving a large number of emails .
To better organize the flow of appointments, it is worth considering using appropriate tools to manage this type of work, as this will streamline the executive's work and ensure greater efficiency in the execution of tasks.
Problems of this type, in addition to harming the productivity level of professionals, end up demotivating executives, which surely has a negative impact on their performance.
How to train pre-sales professionals?
By this point in our post, you probably understand that a pre-sales professional must have certain skills.
First of all, it is essential that you have an advanced level of knowledge about the product or service you are promoting.
Since this professional will initially contact the client, it cannot be someone who cannot answer the questions posed by the lead.
Remember that in the qualification phase, even if the person has accessed the educational materials through a Content Marketing strategy , we are referring to someone who may still have many doubts regarding the purchase.
You may have already recognized the need to purchase an item, but we need to educate and motivate you in order to move forward in the sales funnel.
When designing training, focus primarily on how this professional deals with potential customer objections. Since he or she will be at the forefront of the first conversations, it is almost impossible to avoid these situations.
Attention: Due to the relevance of the work in this area, it is essential to dedicate time and resources to adequately prepare those responsible.
Companies have opted to form teams with junior-level professionals, usually recent graduates.
It is a good alternative, especially if we take into account that it may be easier for him or her to adapt to the new role than someone who has worked in the commercial area of another company, for example.
What are the benefits for business?
The main advantage of pre-sales is to optimize the activities of the commercial area , since it guarantees greater efficiency in the management of the sales pipeline .
That is, it is a structural option for operations that already have methodologies more suited to the new dynamics of the consumer market.
By respecting these aspects, operating with a pre-sales area can generate:
Faster service
This is one of the objectives that may justify the investment in the new structure. Having a team more dedicated to prospecting ensures a faster service.
In the conventional model, unless it is a qualified lead, there is a higher probability that the contact will not be approached by the company in a more direct manner.
Even in an operation that properly manages the sales pipeline, it is common to see good opportunities being wasted. Often, even without much discretion, this decision comes from the sales team, which is obliged to prioritize the contacts to be approached.
More qualified sales
Considering that there are specific professionals to think about and execute the prospecting work, the sales area gains more time to act in closing deals.
It's the old story: with more dedication, the quality of service provided to customers increases, including after-sales service .
This is an issue that needs to be analyzed more carefully by companies. In order to improve the relationship with current customers, it is important that the sales executive becomes more involved in this process.
CAC reduction
Reducing the cost of customer acquisition occurs almost naturally with the implementation of a pre-sales area. It is not difficult to understand why this happens: with more efficient customer service, the company can better qualify its contact base.
As efforts are focused on the clients with the greatest potential, the work of the sales and marketing teams is optimized , which positively impacts the amount that must be invested to maintain the structures.
New lessons are also important. The pre-sales executive is tasked with better understanding customer behavior , and over time, this knowledge will be used to improve internal sales strategies .
Speeding up the sales process
Managing the sales pipeline is not an easy task, regardless of whether we are referring to products and services that require longer or shorter cycles to close the deal .
Having a pre-sales area does not mean that the company can “skip stages”, but having professionals dedicated solely to the activity can reduce the time spent on prospecting.
For example, if we contact a customer who is interested in certain company content, it becomes easier to identify what stage they are in their purchasing process.
And the studies that have been carried out in this area prove it: the faster the attention flows, the greater the chances of conversion.
Keep in mind that the proposal is for the pre-sales team to be able to support the lead nurturing work in a more personalized way . That person may not be ready to receive the proposal from the sales area , but they should not be discarded (or neglected) because they have good potential.
When structured correctly, the pre-sales area can generate significant competitive advantages for any company, as it will be able to anticipate customer demands.